Speed meets craft: launching UrbanCraft

Brand Designer & Framer Developer working directly with the founder.

UrbanCraft needed to launch quickly. An established custom furniture workshop was expanding into machinery resale through a new sub-brand. They needed a cohesive brand identity for the parent company and a fully functional website for the machinery business with a tight deadline to start reaching customers.

I started with brand discovery, understanding the parent company's craftsmanship values and how the machinery sub-brand would extend that identity. The quality and precision of their custom furniture work needed to translate into both the brand identity and the machinery resale business.

With the direction clear, I moved fast. Developed the complete brand identity for the main woodworking company including logo, color palette, typography, and visual language. Then immediately translated that into a Framer website for the machinery sub-brand, building a scalable CMS system to handle their product catalog and custom components for showcasing machinery specifications.

A complete brand identity for the custom furniture workshop that reflects quality craftsmanship and professional reliability.

A Framer website built specifically for the machinery resale business. Product pages with detailed specifications, integrated CMS for easy updates, custom components that showcase machinery from every angle, and a structure that makes it simple to add new products as the catalog expands.

Five days from start to launch.

UrbanCraft went from concept to a complete brand identity and a fully functional machinery website. The custom CMS system allows them to manage their growing product catalog independently. The scalable component system means adding new machinery is straightforward and consistent, supporting their expansion into the resale market.